United Breweries unveils Heineken Silver draught beer in India

Initially available in premium bars in Mumbai, Thane and Pune

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Heineken
The initial launch will see the beer brand exclusively available in premium bars and pubs across Mumbai, Thane, and Pune in Maharashtra, with plans to expand to Karnataka in the fiscal year 2024.

United Breweries has announced the much-anticipated launch of its Heineken Silver Draught Beer in India. Heineken has introduced its draught beer for the first time in the Indian market, aiming to provide consumers with a premium, smooth tasting beverage tailored for social occasions.

Utilizing only natural ingredients, including Heineken’s renowned unique A-yeast and 100% malt, Heineken SilverDRught Beer boasts the freshest and smoothest taste. This ensures an enhanced drinking experience, delivering unparalleled, perfectly balanced taste and freshness to the discerning consumer, the company said.

“We are thrilled to introduce Heineken Silver Draught Beer to the discerning consumers in India, aligning with our commitment to cater to evolving preferences. In response to consumer insights, we recognize the demand for a superior and refreshing beer experience. With Heineken Silver, we offer a 100% malt brew crafted with natural ingredients, providing a delightfully refreshing, smooth, and easy-to-drink lager with a crisp, subtle finish. This variant has already garnered immense appreciation in our global markets, and we are confident that it will resonate with the new generation of beer enthusiasts in India. As we embark on this exciting journey, our strategic growth plan includes expanding the availability of Heineken Draught to other cities, ensuring more consumers can enjoy the exceptional taste and quality that define the Heineken experience,” said Vivek Gupta, MD and CEO, United Breweries Limited, a part of the Heineken company.

The initial launch will see the beer brand exclusively available in premium bars and pubs across Mumbai, Thane, and Pune in Maharashtra, with plans to expand to Karnataka in the fiscal year 2024. At the Mumbai launch event, Franck Evers, certified Heineken Global Draught Master, not only showcased the art of the perfect pour but also spearheaded an intensive training program called Heineken Star Serve for over 400 bar staff.

With a wealth of expertise honed in more than 90 countries, Franck Evers serves as the maestro driving Heineken’s unwavering commitment to delivering the ultimate draught beer experience to Indian consumers. Following this week’s launch and training program, the Heineken Star Serve program will continue with a comprehensive training initiative, introducing a unique pouring technique of 5 simple steps that ensures the highest quality Heineken draught drinking experience for consumers in India. An additional distinctive feature of Heineken is the innovative practice of skimming the beer, marking a noteworthy ‘innovation’ in draught beer pouring within the Indian market.

Heineken Silver Draught will be launched in other markets in the next few months.

Jacqueline Van Faassen, head of International Premium Portfolio at Heineken India, expressed her excitement about the launch, saying, “The introduction of Heineken Silver Draught Beer in India marks a significant expansion of our product portfolio, offering consumers a unique and refreshing world class drinking experience deeply rooted in Heineken’s brewing legacy and expertise. Our dedication to perfection is evident at every stage of the brewing process. Quality is paramount, and our longer brewing process as compared to other lager beers, horizontal fermentation, combined with 150 years of craftsmanship, ensures a consistently balanced Heineken beer with an unmatched taste and stability.”

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